The Brief And Our Approach
The Camberwell Centre Association represents more than 400 retailers across Burke Rd and Camberwell Junction.
The Camberwell traders wanted to create a platform to support the large fashion offering that is part of Camberwell’s mix, including their StyleLights fashion show. The challenge with their existing marketing was highlighting the high-end fashion available in Camberwell, while differentiating it from competitors in Chapel St, Prahran and Chadstone.
Assemblo developed Style Junction as the home of Camberwell’s fashion and beauty offerings. By developing a separate, responsive, fashion-centric microsite, Assemblo was able to implement a high concept design with photography, sales and fashion articles. The brand was created around a photo shoot, featuring a large wardrobe of clothing and accessories from Camberwell stores. The site is supported by social media, and is regularly updated. The reactive design means it’s easy for Camberwell shoppers to access the site on the go to help them create the perfect look and share their look on our Lookbook.
The Style Junction site becomes particularly active during the Autumn/Winter and Spring/Summer fashion seasons and is supported by a series of articles, new season lookbooks, photography and a competition that gives participants the chance to win a $1000 shopping spree in Camberwell.
Style Junction provides a highly effective platform for fashion focused activations, and has seen steady growth since it’s launch in October 2013. Fashion traders are able to easily share their promotions and specials, and the site acts as a platform for Camberwell fashion stylists to share great fashion tips and trends.